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There are no rules for honest speech, good writing or presenting and communicating with conviction. However, there are ways to make sure that you engage your audience and get your message across. Here are a few things you can do.
1 MAKE PEOPLE LISTEN You’re competing for their attention. Make them an offer. Describe a benefit. Entertain or intrigue them. Make sure that your opening sentence, headline or title makes your message or promise clear and makes them want to read on. Where you’re using pictures, make sure that they tell the story too, and that they add to the communication and are not just decorative.
2 TALK TO INDIVIDUALS Identify the kind of people you are talking to and address them directly. Show that you understand their aims and aspirations, and make sure that the way you deliver your message is relevant to them.
3 HAVE A CONVERSATION
4 KEEP THEM LISTENING Once you’ve got the opening and the tone right, it’s time to develop your story and explain your message more. Fill in the details, list the features, enlarge on the benefits. Keep it moving. Keep it interesting. People will want to know what’s next.
5 BE SINGLE-MINDED Concentrate on saying one thing and saying it well. Prioritise. Focus on the core of the story – your main message – and sum up the rest. Tell them what you’re offering. Spell out the benefits and conclude.
6 GIVE THEM FACTS Support claims and assertions with evidence. Provide facts and figures to support your main message. Give examples. Use quotes or testimonials. Offer more information. Whatever it takes to prove your point.
7 DON'T WANDER Say all you need to say, but say it as briefly and memorably as you can. Don’t bury it in words. Keep it simple, and avoid complicated words (but not at the expense of accurate words) and lots of adjectives. Don’t be boring or make it hard for readers, and don’t lose focus or you’ll lose your audience.
8 MAKE THEM BELIEVE People will be interested in your story if you explain it clearly, if it’s relevant and if it is of benefit to them. But for them to do something about it, they need to believe it. Facts help, but you also need to communicate with conviction, energy and enthusiasm.
9 REWARD THEM You should be giving your audience something to take away with them. A memorable message. Good feelings about you and your brand. Interest in or a wish to take up your offer, and a desire to know more.
10 TAKE ACTION You should always end with a ‘call-to-action’. Ask people to call, e-mail or visit your website for more information. Help them. Give them information and they’ll buy your offer for themselves. It’s about strong messages based on strong brands.
These two documents contain details of our editiorial house style rulings. They are a mandatory part of the identity standards, which are covered by our corporate code of practice. The style guide in addition includes advice about grammar and about the various spellings, usages and definitions that commonly cause uncertainty, difficulty or disagreement. There is also guidance on the use of plain English and alternatives to some of the undesirable words of management-speak. Advice for writing on the web can be found at: We also adhere to the UK’s plain English campaign
– more information can be found on the Clear English section of
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note:
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British Council house style rulings
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© British Council
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